Danziger run design and innovation events for florists and flower industry

danziger business meeting innovation industry growth cut flowers floristry

Danziger, the company behind hugely popular new scabiosa variety SCOOP™, has been hosting various events for floral designers and key people in worldwide flower business. 

Florists get creative with SCOOP™ at design event

The global cut flower industry is demanding rich textures, multi-petals, extra layers, intense colors and ‘full appearance’ flowers, according to Danziger. In response, the company has introduced its SCOOP™ Scabiosa, an innovative and different cut flower variety which has seen great popularity and gradually expanded to become a series.

“Taking a rather ‘old- forgotten’ crop, our breeders, using advanced breeding technologies, have brought it back to life,” says Anat Moshes, Vice President Cut Flowers Sales at Danziger.

To highlight the versatility and beauty of its SCOOP™ variety, Danziger hosted a special event for florists at its facility in Israel, dedicated to the SCOOP™ series. More than 25 floral designers were invited for an open workshop evening, where they could touch, feel and get creative with free-style floral arrangements.

“Personally, I am in love with this flower. It's unique, different, full of color, and very versatile,” says Baruch Nutovitz, a top designer, who was the professional leader of this event. “You can actually use it in an arrangement at any stage - closed, open or even after all leaves have fallen. I travel a lot around the world to gather inspiration from different markets, and no doubt, the SCOOP™ answers the global trend of rich, cushion style flowers” 

Leading businesses discuss the future of cut flowers at innovation event

Leading cut flower wholesalers, retailers and bouquet companies gathered in Miami in March to discuss the future of the cut flower industry. The private six-day event hosted by Danziger focused on innovation and the end consumer.

“The development of cut flowers consumption will be driven by global supply and demand changes,” says Gaby Danziger, Danziger CEO. “Companies along the value chain, from growers to wholesalers and retailers need to be open to the global mega-trends. The companies, who are agile to react and brave enough to try new crops and new varieties, will be the big winners of our industry over the next 10 years.” 

danziger 1 business meeting innovation industry growth cut flowers floristry

The Innovation Session discussed the global perspective, insights and best practices currently taking place in the market. They also spurred discussion on future change.

“We see how the globalization of the industry pushes its development. The traditional link between “growing” markets and “consuming” markets is dissolving, and a new, complex matrix evolves,” says Gaby Danziger. “We understand that it’s our job as global breeders, to offer our customers and partners not only the best genetics and plant materials, but also inspiration and tools, which will improve the quality of the value proposition throughout the chain.” 

The presentation was a combination of mega-trends, best practices arising from developed markets such as the Netherlands and the United Kingdom, and an introduction of new tools and inspirations. The team also launched a new, first-of-its-kind Gyp catalog. The catalog is designed to fit the tastes and norms of the United States focusing on seasonal needs and price points the U.S. market is looking for.

“We spend a lot of time and effort to be in direct communication with the “consumption” markets, in order to be in a position to have the best understanding of the market needs, and to be able to predict the future trends - especially the ones we need to answer with our products,” says Liat Kaplan, Danziger Global Marketing Manager. “By taking many “shop-safaries”, interviewing, and conducting opportunities for feedback, like this Innovation Session in Miami, we are able to share information, inspire people’s imagination, and take an active part in the development of our global industry.”